William Pink, Admap, January 2015, pp. 42-43
This article explores the impact of big data on traditional market research, arguing that rather than threatening the field it actually frees it to be more focussed and generate better quality insights.
Scott Koslow and Gerard J. Tellis, Journal of Advertising Research, Vol. 51, No. 1, 2011, 50th Anniversary Supplement, pp. 87-100
Scanner-panel data have long been important for understanding advertising’s effects. Although the nature of advertising often has been investigated with scanner-panel data, the nature and value of scanner-panel data itself have rarely been considered.
Craig Twyford, ESOMAR, Conference on Panel Research, Budapest, April 2005
Historically manufacturers have demanded that research suppliers should provide broader and deeper insight into the habits of the hypermarket shopper because this is the area over which they have traditionally been able to exercise the most control.
Claude Foch, ESOMAR, Conference on Digital Futures, Paris, March 2005
The paper describes an example of a business application created from an existing retail audit panel by combining the data and on a transversal axis, expanding the scope used in traditional retail audit analysis.
Dwight Watson, ESOMAR, Marketing Conference, Warsaw, October 2004
While the phenomenon of impulse buying has been the subject of many previous market research studies, the effectiveness of these studies has been limited by the ability of the methodologies to a) measure purchase patterns with the requisite degree of accuracy, and b) the degree to which purchase details can be linked to specific time and location data.
Andrew Ehrenberg, Admap, October 2004, Issue 454, pp. 70-72
Andrew Ehrenberg, professor of marketing at London’s South Bank University and doyen of consumer purchasing behaviour theory, outlines what loyalty measures measure, how loyalty to different brands differs, and whom to target and what to say.
Mariela Mociulsky, Ricardo Kirschbaum, Jorge Karol, Fernando Moiguer, Esteban Coll and Guillermo Oliveto, ESOMAR, Annual Congress, Lisbon, Sept 2004
Marketers are seeking compelling evidence that online advertising is an effective business tool. They are also in search for solutions that provide an effective media plan to target the key segments – where and how can I reach my key segments online? The paper will discuss a groundbreaking research approach providing a closed loop marketing solution for online advertising enabling marketers Identify and target key segments: Linking offline purchase behavior with online internet usage offers an unparalleled opportunity for efficient targeted communication with key customer segments.
Spike Cramphorn, Admap, November 2002, Issue 433, pp. 43-46
In this final article on advertising research for the third millennium Spike Crampthorne asks readers to consider the approach to advertising research in 1982 and shows that views widely held at the time are now known to be seriously flawed.
Steve Garton, ESOMAR, Internet Conference, London, February 1999
This paper covers the findings of a harmonised measurement of the Internet community. An overview of the 'who, when, where and what' of Internet users across and within major regions of the world is given, with trend comparisons where data is available.
Lucy Edge and Ian Pearman, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 1998
This 1998 paper shows how in a situation of post-mature market decline, the recommendation to cancel ad spend and milk a brand's equity as further ad spend would not yield sufficient returns, is not always useful.
Michael J. Naples and Paul Root, Admap, September 1998
Describes the MAX (Managing Advertising Expenditure) Project in the USA. This started in December 1996, under the auspices of the Marketing Science Institute and the American Association of Advertising Industries.